NEXT ISSUE ON SALE Tuesday 8 May 2018

1991

As you speed along a country road with a roaring engine pulsing in your ears, a voice extols the machine’s power and handling. But the camera zooms out to reveal a twist. This is no car; it’s the Macintosh Quadra. Stylish and clever!

1999

In 1999, the world was panicking about the Y2K bug, but Macs were immune. Apple highlighted this with an advert featuring HAL 9000 from 2001: ASpaceOdyssey, brilliantly remade and revoiced.

2006

As Mac users, we like to tell ourselves we’re different from PC users. Apple used this to great effect in its ‘Get a Mac’ series, pitting a trendy Mac fan against a staid PC user. Debuting in the US in 2006, the ads hit the UK in 2007.

2015

‘Shot on iPhone’ had a simple premise: show the power of the iPhone’s camera with customer photos. The results were beautiful and surprising in equal measure.

1983

Arguably Apple’s most famous advert was its ‘1984’ piece. Inspired by the novel by George Orwell, it called on computer users to fight back against comformity in the personal computer world.

1997

One of the most famous slogans in advertising history, ‘Think different’ first made its mark in 1997. It was a play on IBM’s ‘Think’ slogan that set Apple apart.

2003

Apple advertised the iPod with dancing silhouettes on bright backgrounds – a great way to highlight its fun and lively nature.

2009

A slogan so infectious it became a selling point for the iPhone, ‘There’s an app for that’ entered common parlance in 2009. Simplicity itself, it perfectly summed up the benefits of the iOS ecosystem and Apple’s nascent App Store.